On the evening of october 26th, china's best news programRadioAt the end of the film, a beautiful television film began to tell the audience about the “value of computing”, stretching from a distant mayan calendar to a space shuttle, extending from virtual cyberspace to human care... The ali yun brand ends when the audience misjudges it for a great documentary。
Internet boss turned "tv+"
According to data, radio news is the only programme in china that has maintained a view rate of more than 10 per cent a year, and it is calculated that ali yun, a long-second ad, reaps at least 100 million audiences. And for this super-gold after the newsPublicity advertisingI'm sorryMa yunThis is a country that is destined for great surprise. According to the news published at the optimistic advertising centre, withDouble 11Ma yun also recently took a place in the golden sector advertising post of weather forecast。
When the internet+ has become the slogan of the times and traditional businesses are fighting to embrace the world of the internet, internet companies turn to look for “television+”. In the spring and evening of 2015, qing and zong xing joined forces to stimulate more than 11 billion red bags, which are destined to be written in china's marketing history. For three consecutive years, the internet giant used long-second advertising for the emotional marketing of the ace qq。
A large number of opponents competed with the announcement. A month ago, china’s internet mission’s companions visited the united states a great deal of the industry, but close friends found that almost every internet major in the group was a big-sighted partner, most of them during spring and evening。
In the era of fragmentation, going to the centre, the internet also needs the "master"
When the internet, especially mobile internet, is used to decipher and de-centre itselfInternet brandingWhat's going on? The vice-president of the higher institute of public information gave the answer: fragmentation “caused information dissipation, increased information contamination and reduced the visibility of effective information”. That is to say, excessive fragmentation, decentrization, which is opposed to centralized and effective brand information dissemination。
In the words of the metaphors professor, it would be the brand and marketing staff of all the businesses that are now involved. Previously, it had been possible to reach the entire market effectively by grasping a few major channels of communication; not only did the channels now multiply, but they were also multi-platform, multiscreened and interactive in real time. Marketing and dissemination work has been taking a leap between many partners, platforms, and the workload has skyrocketed, and daily “dogs” have not worked as well as expected. Once more often than not, it has now become more and more, and this is precisely the dilemma of fragmentation, decentrization and reduced “identification” of effective information。
Chen gang, vice-president of the school of journalism and communication of beijing university, said that it was the dumbest way to block consumers from their arrival rates with multi-screen advertising messages. Indeed, the multidimensional fission of media channels has not changed the basic pattern of transmission, and any field of transmission remains at its centre. Dissemination continues to be a proliferation process from the centre to the surroundings, except that the former proliferation was more linear than the current one with multiple channels of radioactivity。
There is no doubt that, in the current wave of information that is becoming increasingly fragmented, it is still natural to view the media, which is so far away, so heavily spoken and so trusted, as the central pin of the media map. This is why internet companies, known to hold hundreds of millions of users, still need to view branding and even promote more frequently。
Ma yun knows and benefits from this. A few years ago, he began to build a brand-new chinese holiday, the "two-hundred-one-one-hundred-one" festival, and chose to publish the "second-kill" commercial the night after the news. The effect is that hundreds of millions of users rush into the poaching platform after advertising, and the servers are broken down several times, and the daily trade is broken down, and the concept of “two-to-one” is finally reaching the public. Thus, this ali yun long-second ad, which followed the news bulletin, is nothing but ma yun's continuing to follow his methods of dissemination that he has tried so hard to do。
China’s corporate marketing “center retrospective”
This point in time for the maroon trench to view the ads " news channel " and " weather forecast " is delicate, as a new round of tenders for the advertisement is about to open. As one of the most powerful industries at the moment — one of the leading players in the internet industry — ma yun was symbolic at this point in time in viewing the advertising vote with his big hand. Does this mean that chinese enterprises, which have suffered from fragmentation, are returning to the centre of vision on the road to branding
